MN TWINS - 2021
AGENCY PARTNER: Los York // CREATIVE DIRECTOR: Kevin Hughes // TWINS MOTION DESIGN: Matt Semke
For the 2021 season, we decided to find a new agency partner to support our changing internal creative needs. We landed on the multi-talented team at Los York. With an emphasis on motion design and a better understanding of the demands of a full 162 game baseball season, the team at LY was the perfect collaborator. We were in our 2nd year of continuing to establish what it means to move “Beyond Baseball” and truly be a modern baseball brand. It was great to see both the sports world and the design world react to the work.
“The Underestimated” campaign was built around the underdog mentality of our region. Minnesota and the Twin Cities are tired of being categorized as part of the Midwestern, flyover country. It was a rally cry for our team and fans to channel that misconceived perception and use it as motivation. From a design perspective, we tried to capture both young and older eyes with a combination of fast paced, glitched motion design and juxtapose it with classic, 8-Bit elements.
One of my favorite parts of the project is when we discovered some old 8-Bit graphics from the Metrodome days and brought them into the campaign.
